South Korea's Clothing Business Strategy: Korean Star + Fashion Incubator

This year's double eleven, brand companies have launched the "star attention" mode, but the Korean star's lineup is slightly larger. In addition to its brand spokesperson Gianna Jun, there are Han Dai's AMH men's wear spokesperson Andrew Ahn, who invested in Korean VC Star VC founder Huang Xiaoming, Quan Ren, Li Bingbing and Angelababy stars.

In fact, this shows that the two important development contexts of Korea now are: Korean celebrities should be endorsed to strengthen the impression of the Korean wave, and the Korean fans should be deeply cultivated. Please ask the fashion stars to endorse the brand, create the domestic fashion brand incubator, increase the brand awareness, fashion sense, and tap the potential crowd. At present, the sales of 30% of Korea's clothing house come from the first tier market, such as North, Guangzhou and Shenzhen. The growth rate of the second tier market is relatively slow, and the growth rate of the three or four line market is over 40%. Among them, PC sales accounted for 50%-60%, mainly to young women aged 18-25, concentrated in Guangzhou, Zhejiang, Shandong, Beijing and other cities; the core buyers of mobile terminals were slightly smaller, concentrated in 18-20 years old, and the majority of students were. This year, the proportion of new and old customers of double eleven and Han downer is about 55:45. Taobao customers have exceeded 30%, and autonomous visits have reached 30%.

Han Du Yi house is located in South Korea's fast fashion. In order to deepen the subdivision and precise Korean culture fans, Han Du Yi house, while strengthening Korean style and adopting Korean star endorsement, also inclined to the gathering place of young people and Korean fans.

First, all the Hanfeng department brand pictures were completed in South Korea. Although the cost increase was increased, Han Feng Han flavor could be maximized.

Second, third years ago Han Du Yi she That's it. brand marketing I want to sign the most influential Korean star in China, but for various reasons, I haven't found the right person. Early this year, "the stars from you," the hit, let the Korean target of Yi she aimed at the "goddess of the whole nation" Gianna Jun, and finally successfully signed the three year contract, strengthened the brand positioning, and further started the brand awareness.

Third, Advertisement The launch is concentrated on the Internet, but since 2013, it has preferred to use the social platform with little investment and high efficiency to interact with Korean fans and enhance brand reputation. For example, the brand public relations department interacts with Korean fans fans on the social platform, provides dynamic information for fans, makes banner slogans for fans, and helps fans publicize their idol stars. "It is a subtle process to manage these fans to increase their awareness and reputation for Korean capital, and gradually turn fans into Korean customers." Jia Peng said. During the double eleven period, Han Du Yi house also surmounted the celebrity endorsement star and launched a series of interaction with his fans.

However, the most long-term goal of the Korean clothing house is to become an Internet fashion brand incubator platform, to support more and more "small and beautiful brands", and form an Internet brand group with Hanfeng department, European and American department and Oriental brand group. He hopes to have at least 50 independent brands in 2020, with annual sales exceeding 10 billion. "And the cooperation with Star VC makes it one of the shareholders of Han Du Yi she, which can not only obtain funds, but also make endorsement for Korea's clothes house and increase consumer's recognition of Korea's clothes house." Jia Peng told reporters.